This Unique Invitation Appeals to an Appetite for Fashion & Customization
Laura McQuarrie — October 17, 2014 — Marketing
References: packagingtoday & elanders
In order to creatively promote Tesco's Christmas fashion campaign, Elanders UK developed a unique invitation that would be appealing to the eyes—and the palate.
Tecso wanted to reach out to local bloggers with influence, encouraging them to join a chat on fashion and beauty and these invitations appealed to both a love of food and fashion. Each blogger received a paper doll that was tailor-made to look just like them, as well as a box of cookies shaped like different garments and accessories to go along with the paper doll so that the blogger could pick and choose which clothing items suited the doll version of themselves. Since the whole package makes for a great snapshot to share on social media, the invitation also included the #FFPaperDollParty tag in order to collect conversations online.
Tecso wanted to reach out to local bloggers with influence, encouraging them to join a chat on fashion and beauty and these invitations appealed to both a love of food and fashion. Each blogger received a paper doll that was tailor-made to look just like them, as well as a box of cookies shaped like different garments and accessories to go along with the paper doll so that the blogger could pick and choose which clothing items suited the doll version of themselves. Since the whole package makes for a great snapshot to share on social media, the invitation also included the #FFPaperDollParty tag in order to collect conversations online.
Trend Themes
1. Custom Doll Invitations - Disruptive innovation opportunity: Explore personalized marketing strategies using customized invitations to engage consumers.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Incorporate customized invitations and interactive experiences to enhance the fashion industry's marketing efforts.
2. Food and Beverage - Disruptive innovation opportunity: Combine food and fashion to create unique and engaging experiences, like creating cookies shaped like garments and accessories.
3. Social Media - Disruptive innovation opportunity: Develop marketing campaigns that encourage user-generated content and social media sharing, utilizing hashtags to collect online conversations.
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